Messaging Beyond the Mask

 Messaging Beyond the Mask

When your primary tool of communication during the pandemic is mainly digital, your brand must learn to adapt suitable communication practices. Whether it’s talking to your partners or sharing new information to your consumers, your brand needs the best communication strategy to combat the challenges caused by the pandemic.

 

In this article, Orchan Director Dr Craig J Selby discusses how brands should communicate during the pandemic, the common mistakes made by SMEs, and how businesses can adapt their crisis communication strategies.

How has communication been affected by the pandemic?

 

There are multiple noticeable changes that relate to brands.

 

First, brands have been blindsided on many occasions by policy announcements and u-turns, which means their “business as usual” communications plans have been flung out the window. Many have turned to what I call “sympathy mode” (those irritating messages which start something like “due to the lockdown”, blah blah, blah) as their key driver – forgetting that they need to take a ‘business as usual’ approach to communications and focus on their brand and the positives it can still contribute. We’ve seen an increasing number of brands in the last fortnight go back in to these old ways … again … ultimately degrading their brand perception.

 

Communication has gone increasingly online. As traditional print publications can’t reach pre-pandemic numbers, online becomes the relevant outlet for them. With more people working from home, less travelling time can equate to more screen time – thus, the chance to be a message recipient. We are simply consuming more online content.

 

Not only that, we are consuming it through increasing numbers of platforms.

 

And, new demographics are entering the landscape. Not so much the kids – but the older members of society who were forced online to do day-to-day activities because of the first lockdown – have become sustained users of platforms and are now a significant demographic for marketers to consider when developing their communications plans.

 

This all means though: more platforms, more audience, more content – more clutter for your brand to try and differentiate themselves from. “Due to the MCO…” simply doesn’t cut it; nor does traditional passive content. Shared experience and solutions for the shared experience stands out more – create a place in people’s lives, something they can personally relate to, in order to be seen in a stronger position.

 

 

Why is it important to sustain communication during the Covid lockdown?

 

Because:

 

Your competitors are, and you don’t want to lose out.

 

And, because, if you’re not active, you will be forgotten, and your loyal publics will go to your competitors.

 

Communications is a 24/7/365 industry – don’t ever let someone tell you it’s not. An active online presence is the very minimum to keep going, even if your brand store is shut – there’s many ways to solve customer’s products. If you can’t do it physically (via a shop), and you’re not sustaining communication online, you might as well close the doors permanently.

 

 

What are the common mistakes for SMEs when communicating with stakeholders?

 

The biggest “no-no” is reminding people of the absolute shit we are in. Using the C-word, reiterating lockdowns and pandemic advice; all bad. Early days it was considered ‘education’, but it’s pretty much been a year now, and education is not required.

 

The most important job for a brand it to let their publics know that they are there, they have solutions (ie; products and services the customer needs) and that they have mechanisms to get these to their customer.

 

The sympathy vote is no longer viable (note that, MBL) and infuriates increasing numbers of people.

 

Focus on forgetting the past and the shit-storm; work on solutions and support for your customers to access your brand easily and conveniently given current parameters.

 

 

Who are the main stakeholders that businesses should communicate with?

 

Each business has numerous stakeholders. Most will think customers are priority. I argue staff too – at least equal importance – e it SME or large organisation. Financiers, suppliers, logistics teams, investors, community groups – all are important stakeholders.

 

Don’t drop the communication link just because you’re in crisis mode – now is the time brands should be enhancing their communication.

 

 

Numerous SMEs were seen struggling to survive during the pandemic. How does communication effectively help their business?

 

It keeps stakeholders in the loop. For some stakeholders, brands (and their communication) are a beacon of hope – so at the very least by attempting to keep communication programmes open – your brand could be inspiring or motivating others.

 

This is a time to help your communities, not to put your head in the sand.

 

 

What are the common misconceptions about communicating during a pandemic?

 

That it’s ineffective.

That we should continue “business as usual”.

That we should stick to traditional communication modes.

That we shouldn’t try something new.

That we shouldn’t change our brand tone to be more inclusive.

 

 

With the various media platforms available, how should a brand best engage with media to ensure they aren’t getting the short end of the stick?

 

Media are feeling the pinch too. They need support (ie; advertising dollars), and they need content. Help each other out. Find a collaborative approach that works well for both brand and media. Be open and honest to your media contacts.

 

Don’t reek of desperation. ‘Nuff said (MBL again)!

 

 

What is the most suitable course of action for SMEs when dealing with the pandemic?

 

If you can ride through it, do so. Pivot what and where that is practical. Head online where possible. Keep your media (offline and online) presence up, even if at reduced quantums).

 

Worst case scenario, close shop, but be transparent. You might find you have a lot more community support out there than you previously did.

 

 

How should their communication strategy differ during a pandemic to ensure they have the right voice to be heard?

 

Us PR people always advise to resonate with your customers; tell personal stories, show relationship to their everyday lives. Still do this, but adjust the narrative to suit the times – what is our “shared community experience” today, and how can we engage with that?

 

It needs to be more sincere. That personal connection is now paramount. It needs less of the chest-puffing and the halo-polishing; we don’t care for that bullshit anymore, and it won’t buy you any new fans. Don’t show off – harder times mean those boasting are seen in a more negative light, brands included.

 

 

Even within an organization, communication is key. How should leaders effectively communicate with their employees and other stakeholders?

 

Openly and honestly. As simple as that. Keep everyone on the same page, and give as much heads-up as possible. Tomorrow is uncertain; both internally and externally; but doing our best to communicate with teams ensures that there is a buffer on surprises, and also showcases your commitment (or not) to them.

 How do you adapt a crisis communication strategy during a pandemic?

 

Remember, there are two crises.

 

One, the pandemic. A public health crisis which is causing additional stress on entire societies.

 

Two, a potential crisis with your brand. Not a crisis about your brand (unless you’ve done something terrible to contaminate people), but a crisis in your brands’ economic viability.

 

Your response needs to be about how you can still connect to your customers and make their lives easier during trying times.

 

You don’t need a CEO going on record to talk about their challenges (pity publishing is so 2020, MBL yet again); you simply need to ensure you communicate what you can currently do, and how you can connect with and deliver to customers. Nothing more, nothing less.

 

 

What are the ways the communication industry has adapted to this “New Normal”?

 

The industry itself has gone very WFH – I can’t remember the last time I physically sat with a client. The industry has taken on different roles with clients. We are noth strategists and Business Continuity Advisors. We have gone from communications (and pretty predictable outcomes) to visionaries (more-so than before), and we have gone from Client-Agency relationship to Partners. We are more involved in brands, and we are a bigger part of their decision-making.